Conversion Conference Blog

John Cecil
President, Innovate Media / Oculu
Past Conversion Conference Speaker

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People are continually questioning if video can boost their conversion rates, and while video is becoming an important feature of many websites, the answer is definitely yes. If using online video wisely, you can increase the chance of a website conversion because it allows you to enhance the customer’s ability to understand or relate to an offering, demonstrate convincing features and benefits, and engage with the customers on a more personal level that will create a richer user experience on your webpage. People in general would rather watch a video online than read a 10 page explanation on any general subject.

If you really want to increase conversions with video think about how you are going to deliver the video before you go into production. A lot of marketers, who have made the right choice in considering online video, the common mistakes that some make is not thinking about how they are going to deliver the video before they produce it. So most importantly, lets talk about the three formats of video delivery on the web, known as overlay, lightbox, and embed, so we can guide you to the astonishing increases in conversions for your webpage.

First is overlay, which is when a video just essentially overlays on the page. You can put it in different areas of the page, but the point is that it fundamentally overlays over your webpage without the need of any specific space. This format really works when you already have a webpage developed and you don’t have the time to find or work with your tech guy to answer the video specifically.

Secondly, lets cover an embed which is probably the most common way a video is inserted on the web. With embed you need a specific space on that web page. The standard embed size we use is 640 by 360, so your web designer or wherever your website is designed is going to need to provide that specific space for the video to fit into. A plus is that it looks really good on the page and it also allows your page to flow seamlessly with the video. The problem is if your website is already designed and you do not think about this before you produce the videos there is going to be a problem when you get to the point when you want the video to be served and your web person or web guy hasn’t given you enough space to insert that video. So, if you are going to do an embedded video, definitely think about the size of the video and where it is going to go on the page before you get into the production process.

Last, but not least, is light box. Lightbox works off of a click, for instance if someone clicks on a graphic or a click to play video on a page. The video will then launch and the sides of the video are either blacked out, red, or different things along those lines. The lightbox is great, following the same rules of an overlay where you don’t really need a specific space. I don’t really like the lighbox for conversion activity because once the lightbox launches you’re not able to click on the page, or anywhere outside of that video. This means that if you have a lead form and you have a lightbox video someone can’t actually fill out the form while the video is playing.

Recent tests on companies who used our video spokesperson suggested that dramatic gains have been seen. I’m sure you have all heard of ClosetWorld, right? Well they added embedded video to their landing page as well as a video spokesperson, which increased their conversion rates from 0.5% to 1.0% and 2.2% respectively. Tanberg is another company that increased the conversion on their lead generation page from 0.75% to 2.2% by adding a spokesperson. Other big companies are also jumping onto the bandwagon, which I assure you will provide positive feedback in conversion rates. Other recent successes of ours include Napster, Service Magic, and Rhapsody.

While using online video to achieve higher website conversion rates be sure that you offer the choice of the video, but don’t automatically play it. It gives the viewers a sense of control, which they seem to like. Also try to keep videos short and to the point, and ensure that the video clearly supports the conversion goal and purpose of the webpage. Don’t use a video if your goal is merely to have a cool website.

Most importantly you can’t forget the three formats before you go into the production process. Number one, overlay, number two, lightbox, and number three, an embed video. If you have these specs in mind before you go into production it is going to help you a lot when you get to the delivery process. If video can increase traffic, promote engagement and ultimately help convert customers, then it is indeed in every industry’s best interest to invest intelligently and strategically in online video for your webpage.

About the Author

A media and marketing expert, John has over 15 years of media experience that includes strategy, sales, marketing, business development, advertising, branding, PR and affiliate marketing across every medium in the industry. His career put him right in the middle of the emerging media/technologies with his involvement in cable television in the early 1990s and his time in beginning years of the Yahoo! organization which gave him extensive knowledge of the online advertising and promotion business.

A native of California, Cecil received his BA in speech from San Diego State University. He resides in Newport Beach, California with his wife, son and two daughters.

John spoke at Conversion Conference West in San Francisco in March but unfortunately he won’t able to make it to Conversion Conference East. Be sure and check out his website at Innovate Media.

By John Cecil, Innovate Media

Looking to add video content to your site? Or maybe you already use video and just want to learn how to make the most of this technology. Video is a great and innovative way to add to your website. It not only creates a personal experience for your users but it is proven to increase sales and conversion rates. But there is definitely a right way and a wrong way to use video. Go ahead and check the web yourself and see how video is changing the way websites look and communicate to viewers. Some do a fantastic job of getting your attention and others — well, you can see for yourself. This technology may be new, but we have some first hand experience on what to do and what NOT to do when it comes to incorporating video to your site. Ready to learn more? Read on for some tips and tricks on using video for your website.

Keep It Simple

A long form video is great if that’s what you are looking to do. But this is the web and you are not trying to win an Academy Award. Keep your video short and to the point. Anything longer than a minute and you are going to lose your audience! Don’t lose their attention! Your video is online and on the web- a platform where users have notoriously short attention spans. Let them know the gist of your product or why they should fill out a lead form and that’s it. Our clients usually always want to go longer but the results aren’t always what they are looking for. So get it right the first time and keep it simple. Don’t go overboard with the length of your video!

Video Quality is Key

Having a professional looking video on your site is important. If it’s going to scream “I did this in my mother’s basement with her old Super 8,” then what’s the point? An amateur looking video makes you, your site, and your product look just that amateur. So go above the stuff you find on YouTube and invest in good quality cameras, great lighting equipment, and a decent editing program. And remember that professional isn’t always synonymous with expensive. Yes, you can do this yourself for a price. But there are also companies who exclusively create professional quality online videos which will save you significant amounts of time, money and stress.

Who’s Got Talent?

There are a lot of things you need to focus on when it comes to video. It’s visual content that will keep the eyes of your consumers on whose speaking: your talent. Whether you choose to go with the CEO of your company or pick a professional actor as your video spokesperson, remember that all eyes will be on who you select. The message you intend to give to your viewers about your site is in the hands of this individual. No pressure or anything. Ask yourself, “What demographic are we trying to reach?” “Who would be the best fit to speak directly to them?” Keep in mind age, gender, and clothing and hair styles. Like it or not, this person is representing YOUR company so make sure they look and dress the part. In our experience it’s definitely worth the money to go with hired talent. It may look like an easy job, talking to a camera, but trust us looks can be deceiving. These individuals are professionals- they know how to perform in front of a camera, in a studio with a large production crew. Can your CEO do that?

Location Location Location

Where on your site is your video going to be? On the homepage to greet your visitors or on a lead form? Are you having a video that is a part of your website itself or is it a walk on spokesperson? Keep in mind video placement and how you can best utilize this to your marketing advantage. The best place to put your video is where there will be some sort of conversion activity, either through a sale or a form to fill out. Can’t place it there? Then do the next best thing and have the video send your visitors to a place where there is going to be a possible conversion, such as a shopping cart to complete a sale.

Let the Script Speak for Itself

A big problem we have noticed with our clients who write their own scripts for video productions is that they tend to go on and on and on. They repeat the same information over and over again, take pages to get to their agenda, or want to include everything about their company in a one minute long video. Don’t underestimate your consumers! Give them just the information they need to know in the script. If you’re selling a product, give them information on that. If you want them to fill out a lead form tell them why. Continually repeating the same information, taking to long to get to your point, or overselling your product is a waste of time and definitely not going to get you the results you want. Put simply: it’s boring. Let your product, and therefore your script, speak for itself.

Precise video= Precise message

Speaking of going on and on. I can’t explain to you enough the importance of having a professional and precise video. A precise video means a precise message about your product. Got it? The more viewers who become interested in your product mean the more sales or conversions for you. Let’s be honest here. People are online to get information. When they go to your site they are attempting to learn more about your company, product, etc. The video you have there should give these viewers exactly what they want- information. They aren’t sitting there with a bag of popcorn waiting to be entertained. If you want to keep your audience, give them the information they need to become a consumer!

Give your users control

There’s nothing worse than going to a site that suddenly takes over your computer as if it has a mind of its own. We’ve all been there- you click on a site you are interested in and out of nowhere comes the loud music or the annoying video that will just not stop playing. Give your users the freedom and options of controlling the video and sound on your site. This means having volume controls, play and pause buttons, and if your video warrants it, chapters or fast forward and rewind options. This isn’t about losing video users on your site; it’s about creating an enjoyable user experience. Don’t bombard your viewers with an unyielding video or you may just not have any.

Or Take Control Yourself

In some cases you may want to add non- user initiated video to your site instead of the user initiated video described above. It’s really a matter of choice and what is going to work best for your specific website and industry. It’s not a bad idea to run tests of your videos to gain some perspective on how your customers are reacting. Figure out if non user generated video causes your visitors to abandon your site or if user generated video is being viewed as much as you like. A little knowledge can give you a lot of insight on what video formats will be the best match for your site.

Green Screen

Start using some of the newest technology for videos on the web. Filming in front of a green screen can create borderless video designs for your website. Just check out some of our own Innovate Ads videos to see for yourself. Incorporate graphics, pictures of your products, all with a video spokesperson speaking to your viewer. With green screen technology for your video the options can literally be endless.

There is a right way and a wrong way to add video content to your website. When done correctly, it’s a great way to attract more visitors and therefore more business to your site. More importantly it’s going to increase your conversions. I can’t say it enough- online video WILL increase your conversions when done correctly! And when done incorrectly? Well, it can leave you and your company looking less than reliable.
Interested in learning more? Attend the Video and Rich Media discussion at Conversion Conference.

About the Author

A media sales and marketing expert, John has over 15 years of media experience that includes strategy, sales, marketing, business development, advertising, branding, PR and affiliate marketing across every medium in the industry. His career has put him right in the middle of emerging media/technologies with his involvement in cable television in the early ’90’s and his time in the beginning years of the Yahoo! organization which gave him extensive knowledge of the online advertising and promotion business. To learn more about online video go to www.innovatemedia.com